Elevating Visitor Experiences: Brand Strategies to Increase Engagement in Indian Museums
Master of Fine Arts Thesis - Savannah College of Art and Design
How many of you remember your latest visit to the museum? What exactly do you remember about it? Do you remember the theme of the museum? The logo? Any specific artwork? The layout of the exhibits? This thesis examines the cultural and operational landscape of Indian museums, spotlighting their rich heritage and proposing branding strategies to enhance visitor engagement.
Research Overview
This study compares Indian museums with their international counterparts, particularly in the United States, to explore how branding initiatives could create memorable cultural experiences. Using a mixed-methods approach, I conducted qualitative interviews with museum professionals, visitors, and branding experts and analyzed visitor behavior, preferences, and trends.
Case Study: Chhatrapati Shivaji Maharaj Vastu Sangrahalaya (CSMVS)
Founded in 1922, CSMVS (formerly the Prince of Wales Museum) is home to approximately 70,000 artifacts, documenting India’s history from prehistoric to modern times. My research used CSMVS as a case study to delve into cultural and historical contexts, budgetary constraints, societal perspectives on art, and the visitor experience.
Proposed Solutions - I developed a cohesive branding strategy that elevates visitor engagement:
Ticketing Experience: Designed a vibrant color-coded ticketing system reflecting the museum's interior themes. Tickets also serve as collectibles, featuring museum artifacts and the option to highlight special exhibits or events.
